Shorts: IMG, London Marathon, Formula E

IMG has secured the rights to broadcast the FIFA World Cup 2026 on its Sport 24 channels.

The agreement grants IMG exclusive live rights to broadcast all 104 matches of the international men’s football tournament to the inflight and cruise ship markets.

The FIFA World Cup 2026, which will be held across Canada, Mexico, and the United States from 11th June to 19th July 2026, marks the fourth consecutive edition of the men’s competition to be broadcast on IMG’s channels.

This follows the success of the FIFA World Cup Qatar 2022, which saw 172 live hours broadcast on Sport 24 and Sport 24 Extra and attracted over 1.4 million passengers.

The FIFA World Cup 26 will be the first edition of the tournament to include 48 teams.

Jean-Christophe Petit, Director of Media Partnerships at FIFA, said, “We are delighted to extend our partnership with IMG which will ensure millions of fans, whether they are in the air or out at sea, will have access to the FIFA World Cup.

“IMG will broadcast all 104 matches live on their inflight and inship channels, ensuring exceptional coverage of sport’s most iconic tournament through IMG’s footprint.”

Shokz has become the official headphone partner of the London Marathon in a new two-year deal.

The open-ear technology brand will be integrated into the marathon experience, including a ‘Shokz-themed’ tunnel at mile 15.

This tunnel will offer runners a unique audio experience with a special playlist and ambient lighting.

Shokz headphones are recognised by England Athletics as ‘race-approved’, allowing runners to listen to audio while remaining aware of their surroundings.

Daisy Cong, International Business Director at Shokz, said, “The TCS London Marathon is an iconic event in the calendar, and so we’re absolutely thrilled to become their official headphone partner.

“This partnership embodies the spirit of movement, endurance, and the boundless potential of the human spirit.”

Formula E has selected Seat Unique as its authorised platform for premium and hospitality sales for the remaining races of the 2024/25 season.

Through Seat Unique, motorsport fans will be able to access official premium race-day experiences, including premium seating, fine dining, and behind-the-scenes access at major race locations.

The remaining races of the ABB FIA Formula E World Championship, including events in Miami, Monaco, Tokyo, Shanghai, Jakarta, Berlin, and the season finale in London, will offer these premium packages.

Darcey DZ Lingley, Premium Experience Director, Formula E, said, “This collaboration with Seat Unique represents a step forward in our approach to selling premium hospitality products, but is ultimately driven by huge demand and interest in our growing sport.

“More fans than ever before – nearly 400m in fact – are attracted to and want to engage with the series, so this new platform offers them as well as commercial partners and prospects a seamless way to access and enjoy our exclusive race-day experiences worldwide.”

Golfing legend Sir Nick Faldo has signed a partnership with Husqvarna UK to become an ambassador.

The six-time Major Champion and former World No.1 will promote both the Professional and Residential ranges.

Husqvarna has also secured deals with other golf personalities including Iona Stephen, Golf Life – including Peter Dale, Ange Dale and Jimmy Bullard – OuttaBoundz – formed of Jay Bothroyd and Trey Niven – and Mark Wright.

The partnerships aim to raise awareness of robotic mower technology for both professional greenkeepers and home users.

Sir Nick Faldo, Husqvarna ambassador, said, “I’ve played at the best golf courses around the UK and let me tell you – the quality of the fairways is so important for when you’re playing. It’s amazing what the Husqvarna robotic mowers do for courses across the country!

They get it right from the fairways to the rough, and other green spaces across the course, meaning the greenkeepers can focus on more intricate jobs such as perfecting the greens. I’m really proud to be partnering with Husqvarna, as it helps build the future of golf course management.”

Soul Padel has appointed David Stalker as Board Advisor to aid in the company’s growth and expansion across the UK.

Stalker brings over 35 years of experience in the leisure, health, and fitness sector to Soul Padel.

His career includes roles as CEO of ukactive, CEO of Myzone, Chairman of CIMSPA, and President of EuropeActive. His expertise in strategic development, industry engagement, and partnerships will help strengthen Soul Padel’s position in the UK padel market.

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